Tencent partners with OMG to develop data innovation

Tencent Online Media Group (OMG) has created a partnership with Omnicom Media Group to collaborate on the development of new consumer data interpretation methodologies to maximise marketing ROI.The collaboration aims to create an "infrastructure for holistic data mining" and that gives advertisers deeper consumer insights to improve media planning and buying efficiency.Both companies will explore and develop data models for eight different industries.Doug Pearce, CEO of Omnicom Media Group Greater China, said tapping the power of big data is key to maximizing marketing return on investment."By partnering with Tencent to uncover deeper data insights, we can offer our clients more accurate and efficient data solutions, as well as guidance for long-term digital strategy development,” he said.Tencent OMG will create target audience (TA) portraits for Omnicom Media Group’s clients using Tencent Smart Data. Tencent Smart Data uses intelligent calculation and accurate screening to create highly accurate TA profile through consumer demographic attributes, interests, and other online footprints, allowing advertisers to better serve consumers, reaching the right people at the right moment in an optimum media environment.Steven Chang, Corporate Vice President of Tencent, added the partnership would create an ecosystem for better data implementation."This partnership will provide positive benefits to enterprises through improved data to increase their insight into customers, improve their market position and service relationships."